McDonald's: Germany Location 2016

McDonald's, a fast food restaurant chain, cemented its place as number 1 in the German informal eating out category by using a location strategy on mobile.

Campaign details

Brand: McDonald'sAgency: OMDRegion: EMEA

Objectives

The informal eating out (IEO) market in Germany was worth 11.9bn in 2016, with the top 2 players commanding over 40% market share.

McDonald's is the market leader in Germany, with 31.1% of the German speaking population visiting in 2016. With a strong retail brand presence, 14,782 restaurants and 8672 McCafe concept restaurants throughout Germany, it shouldn't come as a great surprise.

However, competition is rife. In-house supermarket options, bakeries and coffee shops are all vying for a share of the huge IEO market, which is set to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands